This summer, Asahi introduced a zero alcohol beer to compete with the market leader Kirin Free. As you can see from the photo, the label looks remarkably similar to regular Asahi Dry, the best selling beer brand in Japan. Not only that, but these relatively new zero alcohol beers are positioned on shelves next to regular beers and not in the non-alcohol beverage section. That means a huge price markup, still looks like a bargain compared with heavily taxed beers. These have become important sources of profit for beer companies in Japan. アサヒ、ドライゼロ
I also heard very interesting comments in a lecture recently, these zero alcohol beers are not just for designated drivers, they are very popular among older Japanese, who also have relatively deep pockets. So while it might not appear so at first glance, these are actually products answering the needs to a rapidly growing demographic in Japan.
Photo is a web capture for explanatory purposes, copyright belongs to the company.